رفي الجزائرALIEXPRESSتأثير إستخدامات الذكاء الإصطناعي في التسويق الرقمي على خصوصية المستهلك - دراسة إستطلاعية حول عينة من مستخدمي

Abstract

This study investigates the impact of Artificial Intelligence (AI) applications in digital marketing on consumer privacy, focusing on AliExpress users in Algeria. By utilizing a descriptive analytical approach and Structural Equation Modeling (SEM), the research examines the dualistic nature of AI: while it optimizes personalized marketing and shopping experiences, it simultaneously poses significant risks through behavioral tracking and data collection without explicit consent. Empirical results reveal a significant statistical relationship between AI practices and consumer privacy perceptions; specifically, while AI enhances shopping efficiency, practices such as continuous tracking negatively impact users' perception of privacy. The study concludes that navigating this tension requires a robust integration of ethical AI frameworks, transparent privacy policies, and advanced privacy-preserving technologies (e.g., federated learning), aligning with global regulations like the GDPR to foster consumer trust